“These broadcasters are essentially the same as what is delivered to analog TV sets, and to receive them the consumer basically just needs a capable handset,” says Markkanen. In these markets, mobile handsets could become the dominant TV set as well.
“In emerging markets the penetration rate for normal TV sets tends to be much lower, and the average family size larger, so mobile telly is often the Plan B for family members whose viewing desires for one reason or another are given a low priority.”
In the United States and Western Europe, live news and sports could be the exceptions to the norm when it comes to viewing mobile video.The more likely scenario is that mobile will complement the TV viewing experience rather than replace it.
“The mobile handset could give competition to the cable box rather than the TV itself,” says Ross Rubin, Director of Industry Analysis for NPD Group. “A lot of the viewing will likely be clip based and potentially social media based. News and sports are the big events for viewership, but beyond that the longer the video format, the harder it becomes for mobile consumption.”
Thus the mobile phone could be the way to view snippets of TV for viewers during a break at work or during their commute, as well as what the experts call sideloading, as in recording a program at home and then transferring it to a phone for later continued viewing. The phone could also make this sideloading become a way of sharing the video watching experience.